15-01-2014, 03:56 PM
Role of brand ambassador in promoting fmcg products
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What is the Role of brand ambassador in promoting fmcg products?
The Brand Ambassador extends his/ her own personality to the product and inspires the consumers to buy the product. The characteristics and popularity of the brand ambassador can be useful for promoting the fmcg products and increasing their sales. since there is a fierce competition in this segment and many options are available for the customer while buying, having a successful Brand Ambassador helps fmcg companies to attract more customers and build consumer loyalty.
What is a Brand Ambassador
Now, it is not only the four Ps of marketing that alone matter for the success of marketing campaigns. Welcome to the new age marketing, when it seems, being assisted by the growth of online advertising and marketing, ground marketing is shaping itself in a new form. Brand ambassadors are the relatively new faces in marketing and promotional campaigns. Just like corporate branding and PR (public relations) have become vital for a firm's success, brand ambassadors have become the representatives of products and the face of firms.
What Does a Brand Ambassador Mean?
A strong branding is essential for the success of a firm. The journey from marketing or selling your 'products' as mere 'products' in the market, to selling them as a 'brand' is a long one. Unless you can win the hearts and trust of your consumers, you're not a brand. Pricing is not the matter here. It is the matter of how well your products are popular in the masses. For instance, think of the iPod and what comes to your mind? Apple. Right? That's it. Apple is a brand and certainly one of the best in the world. So we understand the value of a strong brand. But what is a brand ambassador? A brand ambassador is a celebrity or anyone who is a popular figure in society. Firms and corporate organizations associate their products with certain qualities of the celebrity figure, and choose them as the brand ambassador of their products. In return for endorsing a brand, brand ambassadors are paid whopping amounts of money, that is called their salary or earnings. Generally, brand ambassadors are chosen after lots of brainstorming and analysis. Generally, the popularity of the celebrity is kept in mind and later other factors like his area of work, contribution to his specific industry, and other factors are considered too. In the US, however, even young and dynamic individuals who fit in the criteria of a firm, are hired as brand ambassadors. However, generally, we see that popular figures are brand ambassadors of great brands.
The Power of Brand Ambassadors
In today’s competitive marketing environment, the need of a brand ambassador plays an important role in business. Brand ambassadors can add major value to a business: they are cost effective, offer instant marketing opportunities and will act as your business’ best critics. finding and building the right brand ambassador is one of the most important things brands need to think of if they want to get the best results in the marketing and social media worlds.
Can Brand Ambassadors Boost Sales?
The biggest advantage of these ambassadors is their credibility. There’s nothing people hate more than a pushy salesperson and brand ambassador can reach to customers on a personal, less formal level. Studies have shown that peer recommendations hold 4 times as much weight as advertisements. The meaning is that it’s important to build a strong reputation based on what customers are saying about your business. It requires great logistic efforts of the company in recruiting, training and managing but it’s worth the effort.
Students as Brand Ambassadors
Students are a preferred target for marketers: in the 2010-2011 school years, students spent $26 billion on cars, computers, games, credit cards, clothing, accessories and alcohol. Companies who hook students early, get customers for life. Since college life has become completely commercialized, marketing around campuses is no longer a problem.